Treasury Wine Estates has partnered with influencer marketing business Social Soup to launch a three-part campaign for its 19 Crimes brands, with the aim of embedding the brand into culture and drive overall brand growth.

The influencer campaign will span four months, with a suite of creators, referred to as the '19 Crimes' Rebels in Crime', selected based on their alignment with the brand's ethos and their ability to influence their audiences both online and offline.

The first part of the campaign runs from September to October and features a limited Halloween collection with Universal Monsters characters on glow-in-the-dark bottles. The second part of the campaign kicks off in November with the release of Snoop Dogg Cali Blanc, a new Sauvignon Blanc from the cultural icon. The third and final part of the campaign will be a special Christmas celebration in December.

This marks the first time 19 Crimes has engaged with micro influencers for a brand ambassador-style creator partnership. The brand is inspired by the men and women who committed one of the 19 petty crimes which led to their banishment to Australia from the UK.

Senior PR and Partnerships Manager ANZ at 19 Crimes, Zoë Tostevin, said: "We are thrilled to be launching some new, special edition wines and to do so with Social Soup, which understands the brand and the ethos extremely well. We can't wait to see the campaign over the coming months, how it will bring the 19 Crimes brand to life and the results it will spark."

Founder and Chief Executive Officer of Social Soup, Sharyn Smith, said: "We are so excited to be working with 19 Crimes on this campaign. We had a lot of fun working together on how it will come to life and really cause a stir. Social Soup's strength lies in creating bespoke brand and influencer strategies. While it requires more time and strategy to execute, we have found some incredible 'rebels' and we expect to see some truly out-of-the-box creator content. We can't wait to show 19 Crimes - and Australian consumers - what we can bring to the table".